Writing and Sending a Media Release

How to Write a Media Release

Journalists usually receive hundreds of media releases each day. For your media release to get noticed, the headline and first paragraph must catch their attention. You should spend as much time getting the words right in the headline and first paragraph as you do on preparing the rest of the release. If you can, fax or hand deliver the media release to the media, then it has a better chance of being seen.

Content

Make sure the headline and first paragraph are interesting and newsworthy. The most important information should be in the first paragraph. Consider using a direct quote from your appointed spokesperson within the first three paragraphs of the press release. Using quotes helps to bring the issue to life and express strong opinions.

Your media release should provide information on:

  • what is happening
  • when is it happening
  • where is it happening
  • who is saying it
  • why is it important

Attach a fact sheet or background briefing material, rather than making the media release too long or detailed.

Style

  • Use short sentences of 25 to 30 words.
  • Use paragraphs containing only two or three sentences.
  • Limit the media release to one or two pages.
  • Use a simple, punchy news style.
  • Proofread the media release carefully!

Layout

  • Put the date and media release details at the top of the page.
  • State if it is embargoed for release for a specific time and date, or if it is for immediate release .
  • At the end of the press release, put end or * * * to indicate the final page of the release.
  • Follow this with contact names and numbers in case the media wish to contact you for more information.
  • Proofread before you send out. Double-check phone numbers and the spelling of names.

Sending your Media Release

Consider sending the media a 'Media Advisory' a few days or a week prior to the event, so that they can mark your event in their Diary or Media Planner. The advisory simply lets the media know where, when, and why you will be organizing an event - it helps them plan!

  • Make sure you have the fax numbers, or email addresses, for the media you wish to attend your event.
  • Send the media your media release on the morning of the day of your event.
  • Phone the media after sending out the media release to make sure they have received it, and to encourage them to attend your event.

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